There’s a new breed of mom, and she’s here to stay.
She’s a savvy, price-comparison shopper who uses technology, offline media and, most of all, her peers to stretch her buying dollar. She was once only a mom on a budget but the recent shift in economic climate generated a conversion of moms from disposable income queens to coupon divas.
There are many different reasons someone may or may not purchase something. One reason may be the advertisements for a certain brand. Over one-third of Americans (35%) say that they have chosen not to purchase a certain brand because they find the ads distasteful and an additional 22% say they not done this, but have thought of doing so. More than two in five Americans (43%) say they have never done this.
Many marketers still ask the question: What is different about marketing to Hispanics, Asians, African Americans, etc.? Isn’t marketing just marketing? Available on HispanicCMO.com
As a result of the shifts in shopping behavior emerging from this recession, shoppers will take a more thoughtful approach to buying, leaning toward more pragmatic and practical purchases vs. rampant deal-seeking behaviors. Up-market Gen X and Gen Y shoppers will take the lead in the recovery. Gen X is in the middle of a high-spending life stage and Gen Y has a greater willingness to spend, especially on new technologies. Companies need to recognize that there will not be a wholesale return to a pre-recession shopping mode and will need to adapt to the changed behaviors and patterns to win in today’s changed marketplace. DOWNLOAD REPORT HERE.
This paper if focused on humor alone, the mainstay in our bag of emotive tricks. Most brands feature humor in their brand attributes – perhaps as “a twinkle in the eye,” a “playful nature,” or something similar. But this paper is about humor in the digital age of marketing, its renewed benefits, and how it is impacting social technologies and the way we joke. DOWNLOAD HERE.
In the words of one veteran shopper, “It’s all about me.”
Retailing, the direct sale of goods and services to consumers, is evolving into “me-tailing”—the quest for swift and seamless shopping on demand, coupled with virtually endless new experiences and enabled by technology that gives shoppers an unprecedented choice of products and services that meet a multitude of demands. Available at HispanicCMO.com.
Like people, brands make mistakes. But their mistakes are much bigger because they reach millions of people and might destroy the image of the brand leading to a phenomenal fall from grace. This is a paper about brands loosing status, respect, and prestige and how to avoid it. DOWNLOAD REPORT HERE.
Today’s consumer is emerging from the recession with a radically new definition of the American Dream and a renewed sense in their own resourcefulness and priorities, according to a just released quantitative study of 1200 consumers and qualitative research with nearly 700, conducted by Ogilvy & Mather Chicago in partnership with
leading consumer insight company Communispace. DOWNLOAD REPORT HERE.
The focus of marketing is often to attract new customers but equal focus must be put on past and present customers, in order to win acceptance of a line extension or understanding why a former customer abandoned your brand. Understanding and keeping a loyal customer is worth more money than a one-time purchase by a consumer that wants to try the new flavor of the month. Energy must therefore be put into understanding this consumer group better. DOWNLOAD REPORT HERE.
In today’s world, companies must tend their brands more diligently and painstakingly than ever, according to The Conference Board Council on Corporate Brand Management in a report. DOWNLOAD REPORT HERE.
